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Author: Kenrick Cleveland
Article source: http://www.articledeshboard.com/. Used with author's permission.
Have you ever had this experience? You're driving down the road and a song comes on the radio and suddenly you're transported to a time and place. . .maybe ten, twenty years ago, when you were having the time of your life, or falling in love for the first time, or struggling through a broken heart.
As you listen to that song, you drift back in your memory to that first date, the first time you held hands, the first kiss. . .
I was about sixteen years old when I met my first wife. The song 'Twenty-five or Six to Four' by Chicago was popular at the time. When that song comes on the radio still, to this day, I'm transported back to my new Toyota Celica GT, driving through the Columbia Gorge off to my girlfriends house, full of excitement that I was going to be able to spend time with her. When I put myself in the memory, I'm driving east on 84. The car smells new. Chicago is playing on the radio. I'm full of anticipation and power and a thrill to be alive.
I'm taken back thirty years. . . okay, a little more than thirty years, to a crystal clear memory, to a palpable feeling.
You might even have an 'our song' with your significant other, that's the song where when you both hear it, you say, 'oh, that's our song'. Or maybe you've had one in the past that you can remember.
What is this? And what does it have to do with persuasion?
It's called anchoring and anchoring has everything to do with persuasion. Music can put you in intense emotional states. These emotional states are connected with the stimulus of the memory. They travel through neuro-pathways of emotions and memories that words and language cannot. And sometimes music affects us so intensely that we want to share it with others, but a song that touches me deeply may not touch you as deeply. It's extraordinarily individual and powerful. Aldous Huxley said, 'After silence, that which comes closest to expressing the inexpressible is music.' We're constantly exposed to things that we have been conditioned to react to. It's often been said that we are far more reactive than proactive. The human brain is really more on automatic pilot than it is a conscious device. We think we're conscious. We have a vested interest in thinking that. But we're really not.
Most of the things you do are habitual. The deepest core things you do are obviously and completely automatic. How long can you pay attention consciously to your breathing? Seconds? A minute or two? But you sure don't do it twenty-four hours a day. What about when you're sleeping? If you had to consciously remember to breathe, we wouldn't be here.
As this applies to persuasion, we simply need to elicit an emotion and get that emotion up to it's peak. We then pair that peak emotional response to a unique stimulus. And thereafter, every time we trigger that unique stimulus, our prospect or client is reminded of that peak state.
Obviously we're not going to elicit our client's musical tastes, and play songs that are attached to their happy or special memories, but if you can understand this concept, you understand how anchoring works. The example of 'our song' is the concept of anchoring in a nutshell.
This information can be used in this way with clients: elicit their strongest emotional states, i.e. their criteria. When someone tells you their highest criteria, they are tapping into emotion. They feel it. And when this happens, simply pair it with a unique stimulus.
Stay tuned for future articles on anchoring as one of the most important tools in your persuasion toolbox.
Kenrick Cleveland teaches techniques to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.
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